A few weeks ago I had the chance to meet a multimillionaire: a Dutch self-made entrepreneur owner of a £300 million multinational company that operates in the catering industry.

Being naturally curious, I took the initiative to offer him a beer in exchange for some valuable information I could receive as a direct consequence of his highly successful business experience.

As a person who doesn’t like having an opinion on matters in which I do not have particular expertise, and considering having an opinion a modest way to cover up an attitude of laziness rather than working on the implementation of a few healthy changes, I took pen and paper and started taking notes endlessly. That way, before leaving the place I had written down four pages of advice I could implement straightaway in my business.

I do not really know why I am sharing this with you for free, but it is surely something I think you should know to clear up all the bad information that self-proclaimed experts are spreading around in a desperate attempt to make a life.

ITALIAN BRANDER: WHOEVER WILL CAPITALISE ON ANTI-EU SENTIMENTS WILL WIN THE ELECTIONS IN ITALY AFTER GREAT COALITIONS FAIL.

London 19/02/2017 – Robert Lingard, bestselling author of Brand To Sell and founder of Brand Bullets, brand building company that operates in the broadcast PR industry in London, has recently recorded a speech as a social experiment imagining a political project that would have made the Northern League the second most voted party in Italy and tackled Bruxelles hegemony by creating a duopoly with the Five Stars Movement.

«Having given particular attention to the political discourse of the Northern League in the last two years for professional purposes, I have been often criticized as someone who wanted the party to fail. In reality, I have always deployed a professional and analytical approach when coming to my conclusions. Being neither a politician nor a citizen living in Italy, what the leader of the party does is irrelevant to me on a practical matter.

My attention on the Northern League was driven by the fact that the leader of the party has been the only candidate to make the electoral campaign less boring than usual and the only political figure who could have really positioned himself against the Five Stars Movement (although with a few limits).

If you are not sure about why or whether you should write a book, in this article I will give you a few sound reasons why you should do it as soon as you can, especially if you are relatively new in what you are doing.

David Aaker, one of the most influential brand authorities in the world, states in his book Aaker on Branding:

«It’s all about content. Just having a sound brand vision, digital capabilities, and a budget is not enough».

Who is an expert if not someone who has a lot to say about his topic of expertise, after all?

One of the major marketing problems facing most professionals right now is that we apparently live (and when I say apparently, I really mean it) in a product-centric business environment.

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"Branding is ruthless propaganda. Branding is communicating a specific, clear and simplified message, based on a differentiating proposition, in different ways through different channels over and over again, until it becomes a dogma that doesn't imply any additional explanation."